October 26, 2018

Marketers Do Best with Customer Data

Should marketers be in charge of customer data? A study by Econsultancy for SAP suggests the answer is yes: companies doing the best job with their customer data are vastly more likely than others to say marketing owns the customer (66% vs 11%) and manages customer data operations (44% vs 25%). Leaders are better at lots of other things, too. Well worth a look.

Marketers themselves want to control their data, according to another survey by ad buying engine Sizmek. In particular, 88% want to own the data created by their campaigns, rather than ceding control to “walled gardens” like Facebook and Google.

And since we’re on the topic, marketers also feel they’re throwing away a good portion of the data they do collect, says geolocation data provider Digital Elements. More than half felt they could increase revenues if they could use an extra 25% of the data they currently throw away. Most of the study focuses on IP location data, which 71% said was very important but just 39% are using fully.

The CDP Institute educates marketers about the issues, methods, and technology used to manage customer data, with a special focus on Customer Data Platforms. Join the CDP Institute for free access to valuable information and insights.